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Microsoft collaborates with The Huff Post for content marketing

Microsoft is collaborating with media company Protein and publisher The Huffington Post to launch a content marketing campaign showcasing its new tablet Microsoft Surface Pro 3.

With the help of the Dentsu Aegis Network, the deal sees three East London designers – PAN Studio, Ditto Press, and Studio Swine – exploring the potential of Surface Pro 3 by taking on three ambitious creative projects. Beginning in early December, the #SurfaceCreate campaign will be launched on the digital hub of The Huffington Post, marking the first time the site is working with Protein. This hub will enable consumers to follow these designers from start to finish. It will also showcase editorial, film and photographic content as well as how-to-guides from the designers themselves.

Dale Perrigo, director, Surface UK, said: “Since the launch of Surface Pro 3 earlier this year, we have seen professionals from the creative industries using and fully adopting Surface Pro 3 as their everyday PC. Some of the key features that led them to this decision were the Surface pen, the colour accurate screen and the seamless transition between tablet and laptop. When paired with access to software such as Adobe Creative Cloud, the Surface Pro3 has transformed the way these creatives work.

PAN Studio will be creating a simple interface that controls percussive hammers over Bluetooth, transforming everyday objects into musical instruments for the campaign. Meanwhile Ditto Press will be compiling swatches that detail the myriad print processes they use into a valuable business tool. Studio Swine will be creating the “ultimate high-heeled shoe” from the lightweight but strong aluminium foam.

Gemma Andrews, creative solutions manager, Dentsu Aegis Network, said: “We knew the creative concept from Protein would appeal to our credible creative audience, but we also needed to reach a huge tech community to further amplify the campaign and drive additional business value. Pairing Protein and The Huffington Post together was therefore the ideal solution”.